Sustainability and Social Responsibility

  Interplay between Cosmopolitanism, Eco-Citizenship, and Eco-Anxiety in Predicting Fashion Innovativeness and Purchase Intention for Sustainable Products 

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Abstract

An online survey was conducted with the consumer panel of Prolific (n = 252). Cosmopolitanism positively influenced eco-citizenship and purchase intention for sustainable products, eco-citizenship positively influenced purchase intention for sustainable products and fashion innovativeness. Eco-citizenship mediated the relationships between cosmopolitanism and purchase intention for sustainable products and cosmopolitanism and fashion innovativeness. Eco-citizenship positively influenced eco-anxiety and purchase intention for sustainable products. Eco-anxiety mediated the relationship between eco-citizenship and purchase intention for sustainable products. Cosmopolitanism instills a global outlook, nurturing a sense of responsibility toward the global environment (i.e., eco-citizenship) encouraging purchase intention for sustainable products both directly and via a mediating path through eco-citizenship. Fear-based messaging may be effective in targeting cosmopolitan and eco-citizenship-oriented consumers. International brands selling fashion products should also explore ways portray an identity of cosmopolitan involved in protecting the environment, as aspects of environment protection overpower the need to be fashionable. 

Keywords: Cosmopolitanism, eco-citizenship, eco-anxiety, fashion innovativeness, sustainable consumption

How to Cite:

Chakraborty, S. & Hyun, J., (2025) “  Interplay between Cosmopolitanism, Eco-Citizenship, and Eco-Anxiety in Predicting Fashion Innovativeness and Purchase Intention for Sustainable Products ”, International Textile and Apparel Association Annual Conference Proceedings 82(1). doi: https://doi.org/10.31274/itaa.21435